This study aims to analyze the influence of brand equity and brand image on consumer purchase intention in the context of Islamic marketing, with halal awareness as a moderating variable. The research focuses on a case study of the "Kopi Kenangan" bubble tea brand in Kendari City. The research employs an explanatory approach with a quantitative methodology. This study aims to analyze the influence of brand equity and brand image on consumer purchase intention in the context of Islamic marketing, with halal awareness as a moderating variable. The research focuses on a case study of the "Kopi Kenangan" bubble tea brand in Kendari City. The research employs an explanatory approach with a quantitative methodology. Data were collected through a questionnaire distributed via Google Form using a Likert scale, and the sample was obtained using purposive sampling technique, and analyzed using Structural Equation Model Partial Least Square (SEM-PLS). The results of the study show a positive influence between brand equity and brand image on consumer purchase intention. Halal awareness plays a role as a moderating variable that strengthens the relationship between brand equity and purchase intention but does not moderate the relationship between brand image and purchase intention. These findings are expected to provide additional insights into the factors influencing consumer behavior in the context of Islamic marketing, especially in the case of Kopi Kenangan bubble tea in Kendari City.